Account Based Everything (ABX)

Quotes

• “At Sendoso, ABM is more of an account-based everything. Traditionally, in the past, marketing was really the champion of an account-based approach most times through technology acquisition but we believe that it’s actually across the Go-To-Market team and I see it as a Go-To-Market strategy than I do a market strategy.” -Daniel“I’ll be honest. I don’t really get ABM and it makes me feel bad because I know that marketers are flocking towards this and there’s a technology that is being built. My understanding of ABM is going after key strategic accounts, creating marketing programs that are specific towards people that we want to be our customers and that seems great but it’s a trend against all the automation.” -Ben“ABM is impactful because it aligns your marketing efforts with your sales efforts and then ultimately if you get it right it actually aligns you with customer success group as well because you’re all aligned on what your ideal customer profile is and really the premise is, you are then segmenting out what your ideal market looks like and then you’re deciding how you are going to acquire those customers in the most efficient way possible.” -Daniel“It’s two-fold. At the very top of a company, the more streamlined you can be strategically, the better off you are, and if all customer-facing teams who are aligned with revenue can form into one group, that makes a ton of sense.” -Daniel“The other piece here when you look at the CMO title disappearing is that traditionally, marketing hasn’t been focused on revenue and now that we are in this hyper-digital world with tech stacks that can get your marketing about as aligned to revenue as possibly as you can get, it’s really the CMOs that still have the seat at the table and are becoming the CROs, quite frankly.” -Daniel“I just wished that they had renamed these as CMO+ or the SV-CMO or something that is embellished on the fact that it is still the marketer that is responsible for the revenue-generation.” -Ben“There’s no shortage of technologies that can help you accomplish the process from lead acquisition to retention. There’s no one technology that can help you accomplish it either. It’s all about how you build your stack and how you orchestrate it.” -Daniel“Email deliverability and ABM goes hand in hand. If you’re running an ABM where you are identifying a group of 50 accounts and then two people per account you got a hundred people that you want to reach out to. I’m going to wager an obscene amount of money that emails are probably part of that mix.” -Daniel“Sendoso, how it works as an ABM strategy, particularly in COVID-era. If you want to send someone a package to land on their desk, it’s going to be part of a cadence through your AE or STR because we have a feature called address confirmation.” -Daniel“Traditionally, the way that I’ve viewed ABM is, you’re not always going to connect with your target accounts, the first go. To me that database email strategy, the digital air covered, the events, the marketing portion, is kind of post e-working it for the first time.” -Daniel“If an STR takes 20 accounts and works them for a month, connects 5 of them and then recycles the rest then that’s the marketing’s job to warm them up, engage them where it makes sense and then when the STR brings them back around sees that there is a potential engagement point, then that’s when you go back through.” -Daniel“Traditionally, most sellers are mixing phone, emails because we know that a multi-channel approach is going to connect with someone and give them the number of impressions that they’re going to need in their mind to actually respond to you.” -Daniel“We manage our own email deliverability through a couple of different things. On the Marketo side when we are doing our database marketing, we’re actually going and testing the email ahead of time, making sure that it doesn’t get hit in Spam filters. If we are emailing large companies, we’re making sure that we do that in batches versus hitting all their servers all at once.” -Daniel “On the STR side particularly when you’re looking at sales engagement platform, there is a real risk of having your STR sent out too many emails on any given day. It can definitely flag your domain as spam. So we definitely ensure that we’re doing no more than 800 a day but that’s on a huge day because we typically employ a one-to-one, one-to-few strategy where less is more. We really want to connect with our audiences and make sure we’re not batching and blasting.” -Daniel“Customer acquisition, sales conversion, and customer success are definitely three areas where you need an account-based lens, for sure and I think everything else permeates throughthat. Anytime we’re dealing with a prospect or a customer, we’re thinking about them in a segment.” -Daniel“The important thing to think about whether you’re calling it account-based marketing, or customer-centric, what matters is you understand the context of the person you are reaching out to, what their relationship with your company is, and you’re able to serve the right message at the right place and the right time. To me, that’s what covers this concept of ABX, it’s the reason why we’re seeing CMOs become CROs. Understanding the prospect, the lead, or the customer doesn’t matter what stage they are in, you still have to know who they are and how they are experiencing your company.” -Daniel